Jessica Glendenning, a 15-year veteran of Target, is behind Gopuff's private label, Basically.
In the past, private-label brands tended to be plastic bags of knockoff cereal and jars of peanut butter with the same branding as wartime rations.
Gopuff's initial line of products under its private label Basically, including bottled water, paper towels, and habanero-BBQ almonds.
Private-label products will be key to ultrafast-delivery companies' growth, said Brittain Ladd, a retail and logistics consultant.
The goal, she added, is to "curate" Gopuff's selection of private-label items.
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Target, Walmart, Foods, DTC, Private